试论微博客时代医方话语权的回归

Discussion on the Return of Discourse Power of Medical Side in the Micro-blog Era

微博客的崛起促成了话语权向公众的转移,也为缺失的医方话语权的回归带来了机遇和挑战。医方微博主体由医疗机构、医疗机构下属部门和医务工作者个人3部分组成,相互之间存在"同心圆"的包涵关系。在传统主流媒体主导力量被削弱的背景下,应立足于"服务"理念,通过微博平台及时传递对患者有帮助的信息;正面信息的发布和负面信息的应对侧重陈述事实而非定性评价;增强医方微博主体之间的呼应、互动,提高医务人员的媒介素养,努力实现医方话语权的回归。

Micro-blog has become the mainstream media. Its rise of it contributes to the transfer of discourse power of the public, and brings opportunities and challenges for the discourse power of medical side which is lack. The subjects of the medical side＇s micro-blog are composed by 3 parts： medical institutions, their departments and the individual of medical workers. The relationship of the 3 parts can be described as ＂concentric circles＂ . Nowadays, the influence of traditional mainstream media has been weakened. In order to realize the return of discourse power of medical side, micro-blog of medical side should base on the ＂service＂ concept; when publishing positive information and facing negative information, the emphasis is on statements of facts rather than qualitative evaluation; meanwhile it＇s important to enhance the interaction among the subjects of medical side＇s micro-blog, and improve the media literacy of the medical side.